Effective & Creative Ways to Market Detailed Buyers Guide/Whitepaper
-
My company has developed a detailed white paper/buyers guide for a specific type of widget that we sell, and we're looking for creative ways to market this content. We will be marketing it on our blog, plus via our ecommerce store's navigation. Any other suggestions?
-
We simply have the .pdfs on our own site and many people link to them. We are happy to have those links and those links make these .pdf documents rank in the SERPs for important keywords (you can edit the properties of a .pdf document to produce a "title tag" that will optimized them and display in the SERPs.).
We could add a notation to our website that invites people to post them on their own website or add customized branding (still keeping the embedded links to our own site). Or, we could contact webmasters who link to them on our site and offer the custom brand if they host the document on their own server. That would get us some additional backlinks.
-
We would like to have others use the guide on their sites, but I am having trouble coming up with ways to promote it to those sites for their use. Any ideas?
-
Thanks. When I read "marketing" I thought you were selling.
If I was taking that approach I would place it in a .pdf and have a few embedded links within it that click the visitor to your website where more information can be obtained. If you allow others to post the free guides on their websites these will be spidered and counted by google as backlinks to your website.
Also, if you have a shopping cart that allows "buy buttons" you can embed links within a .pdf that can make a sale by linking to your shopping cart.
Good luck!
-
Sorry, maybe I should clarify. We are not trying to sell the guide, we want to give it away for free. We are just looking for ways to publicize it. Of course, we will include it on our site, but I was trying to get ideas on other ways to promote it.
-
This is contrary to what you are asking... but I would probably post it on my website in public view as a way to attract links.
I have written some product guides and that is what I have done with them. They are some of my best pages for pulling in search engine traffic and have attracted a nice number of links. These pages are responsible for a lot of my sales and reduce the number of questions that we must answer by phone or email.
Using your idea, I guess I could take all of the product guides that appear on my site, bundle them into an easily printable .pdf and offer them as a download for $9.95. Now I get the traffic, get the links and sell a few copies too. Best of everything.
A friend of mine has a lot of how-to-do-it pages on his website but also sells ebooks that includes all of the stuff posted on his site but some bonus items too. There is another way to approach it.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
What is your thoughts on the proper way for one brand to promote a sub-brand.
Greetings fellow Mozers! How Do Major Companies Promote Their New Sub-Brands I'm curious to see everyone's thoughts on how and what is the best process to promoting your companies new brand. I see companies like Wayfair.com promoting their sub-brand "All Modern" and "Wayfair supply" (maybe "sub-brand" isn't the best term) in the top left of the page as a link. I believe this is only a SEO play because they are only outbound links to the brand website. If you go to "All Modern" there are no links back to Wayfair. I then looked at a company like Gap.com and notice that all of their other brands are promoted on the website and are also interchangeably linked to one another. Does anyone have any thoughts on the best way to link and or promote your smaller brand that could potentially turn it into a Major Brand. Do you think this is just a SEO linking play. I'm curious to see everyone's thoughts
Branding | | rpaiva0 -
Are there any legitimate ways to do press releases?
In the past month, we won a "Small Business of the Year" Award and the managing partner is up for "BusinessWoman of the Year Award" for the greater Tampa area. I would like to send out two press releases, because I think these are appropriate uses of press releases. However, I'm nervous because I don't really know what all the implications of using press releases are. I don't want us to get hurt or flagged as doing something spammy. I also don't know which company to go through if they are still a good idea. PRWeb looks good to me, but then again, I don't really know. Any thoughts on either aspect of this question would be greatly appreciated. Thanks, Ruben
Branding | | KempRugeLawGroup1 -
Social Media Marketing Synergy
Hi all, Just a quick question. When creating social media profiles, should there be synergy between them in imagery. For example a fashion brand that has a lot of different styles. Would you have 2 completely different looks on say Twitter and Facebook? Or would you try to find a theme and stick with it? I have looked at other fashion brands and there is a mixed bag. Some have synergy, some don't. Is this a matter of opinion or is their a best practice? I don't think there is a right answer but I'd love some opinions / articles on it if poss! Thanks
Branding | | Jon_bangonline0 -
Should I remove our videos from DotSub.com to try & boost our Wistia videos?
Okay all you video SEO lovers, I had a thought today that I thought would make an interesting question. I have been using the tools at DotSub.com to transcribe our videos. The tools are great, and even better, free. We have about 80 videos on DotSub and all of these videos are also on our YouTube channel. Once I've completed the transcription, I've been exporting the .srt file and uploading them to YouTube to replace the God-awful machine transcriptions (sorry Google, but they are baaaadddd). Anyway, sometimes our DotSub video will outrank the same YouTube video, sometimes not. The 80 videos on DotSub have amassed about 10,000 views and a couple of translations...which is nice, I guess? Recently, we've begun experimenting with Wistia. Here is a search term for which our YouTube and DotSub video results pretty much flood page 1: "studiolive webinar" All of the DotSub videos also exist as Wistia videos on our Website and blog. For obvious reasons, we would rather have our Wistia videos rank in those three positions which right now are dominated by the DotSub versions. Should I remove the content from DotSub in order to try to get the Wistia videos to rank instead? Or should I leave them all there? I should probably add that we do have Wistia videos that are outranking both Dotsub and Youtube versions of the exact same videos...so I know that's possible. I'm just wondering if by leaving all of these videos up at DotSub if we are cannibalizing our potential at ranking for videos that link back to our site? What do you think?
Branding | | danatanseo0 -
If someone leaves a review on a website, is there any way to syndicate this out to 3rd party review sites?
a client of mine receives loads and loads of review on their website but few on 3rd party review type sites. i want to be able to push reviews left on client site out to these other sites. is this possible?
Branding | | Christoffa0 -
How to remove negative media that is effecting the barnd
We have a client that is a reorganised business and brand. But a newspaper has posted some negative video and that is coming up on 2<sup>nd</sup> position when you type in the client name in google. The client also paid a company to try and reduce its positioning but no joy yet on that front. The client is now thinking of rebranding his complete business he also have first page positions on his major keywords but the issue is that when a customer or potential customer reads that story etc it harms them and it will only get worse. The worst example being one of our salespeople sold 10 Items to a customer for £*k and before he got home the customer cancelled saying he had read the story on the internet!! Also our competitors use it in the home to rubbish them all the time. The market this year has been very tough for us and its half what it was last year What would be your advice please ? Should we go for a brand new site with no association with the current brand name? Or how can we remove that one site negative video, we have contacted the editor who has refused to take off the news by the way that news was posted last year.
Branding | | conversiontactics0 -
Will new site have any effect on main site ?
Hi, We have a successful ecommerce site at www.printerbase.co.uk but we are now branching out and will soon be offering services which we are going to do through a different website with a possible URL of something like www.printerbasesolutions.co.uk so my question is, will having two websites containing the word printerbase have any negative effect on the ranking of www.printerbase.co.uk or would we be better having a completely different URL? The new site is not going to have any ecommerce functionality it is going to be more about offering the services we can give to clients and encouraging them to get in contact with us. Thanks BigJoe
Branding | | BigJoe0 -
What are the best/ your favourite brand pages?
I've got a meeting today where we are looking to come up with some ideas to redesign our brand pages which are currently a bit rubbish www.schuh.co.uk/brands/converse Does anyone have some great pages that I could look to for inspiration? Idealy i'd like to get not only get SEO benefit, but also be able to use them for PPC landing pages as well as the page giving some good info on the brands we are selling. It would be great to get video on the page but this always serves to either push the product further down or get lost at the bottom. Any ideas or examples would be much appreciated!
Branding | | wp20130